Starfleet Media recently conducted a study on content marketing — The 2014 Benchmark Report on B2B Content Marketing and Lead Generation:
“While there was already good research out there on B2B content marketing (kudos to the Content Marketing Institute, in particular, for their outstanding work over the past 5 years), we found that there remained a number of unexplored areas that warranted further investigation. We believed that capturing the right data – from hundreds of marketers with first-hand experience – and gaining actionable insights into these areas, could benefit not only our company, given our purview, but countless others, as well.”
What exactly does content marketing entail? According to the Content Marketing Institute:
“Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.”
Key findings from the Starfleet Media report have been summarized by MarketProfs. Click the image to see the summary.